Dilmah targets younger market

Dilmah targets younger market

Dilmah today launched its Single Region Selection ‘tea caps’ that founder Merrill Fernando says will help target a younger market.

B&T Magazine
Posted by B&T Magazine

The tea caps are filled with handpicked leaves from regions around Sri Lanka and designed to fit in Nespresso coffee machines to ensure “consistent quality”. Yet Fernando says the company is not trying to compete against coffee.

“I don’t think people can drink parallel to coffee,” he told B&T.

Fernando told B&T the company was focusing on a younger market because of they had more of an appreciation.

“Now is a great time to be in tea because people have an awareness,” Fernando said.

“They are focusing more on health."

He explains that “tea is at the heart of luxury,” and that the market of customers in their 20s have an appreciation for single origin tea and the story behind each region.

The new product comes as the brand celebrates its 25th year which Fernando is in the country promoting.

The anniversary sees the company returning to its first major ad which featured Kimahl with the help of Precinct Studios. It has also established a tea academy, tea bar programs, mixonomy, QR recipes, and competitions for the hospitality industry as part of its marketing over the years. These days, it has chef Peter Kuruvita as its Australian Ambassador.  

http://www.youtube.com/watch?v=3-o72wmXyrM

Latest News

Are We Ready For Wearables?
Media

Are We Ready For Wearables?

If you’re already an asshole, Google Glass will just make you an asshole with an internet connection on your face.

by B&T Magazine

B&T Magazine
Asahi Super Dry Launches Biggest Campaign
Advertising

Asahi Super Dry Launches Biggest Campaign

Asahi Super Dry has launched its latest campaign debuting during the live broadcast of the Bledisloe Cup match on Network Ten, with a simple question: ‘Is He Asahi?’ ‘Is He Asahi?’ tells a reverse Cinderella story of a woman’s quest to find the man who drinks Asahi. Produced and directed by integrated creative and media agency cummins&partners, […]

Adap.tv and IAB Australia Embark on Second State of the Video Industry Report
Advertising

Adap.tv and IAB Australia Embark on Second State of the Video Industry Report

Adap.tv, a division of AOL Platforms, has teamed up with the Interactive Advertising Bureau (IAB) for the second comprehensive survey of video advertising behaviour in Australia. Media and marketing professionals have been approached to participate in the State of the Video Industry survey, with the results presented at events in Sydney and Melbourne in late […]

Heavy Hitter Heads to Hardhat
Advertising

Heavy Hitter Heads to Hardhat

Hardhat Digital has appointed Tim Beveridge, most recently at Responsys/Oracle, to the newly created role of business director.

Never Trust a PR
Media

Never Trust a PR

If you work in or run a PR firm, the Herald's Alexandra Cain has these golden rules for you.

2DayFM’s Royal Prank Call Reaches The High Court
Media

2DayFM’s Royal Prank Call Reaches The High Court

The battle between 2Day FM and the broadcasting watchdog over the “royal hoax” scandal has reached the highest court in Australia. The Australian Communications and Media Authority (ACMA) has been granted special leave to appeal to the High Court, where it will argue its initial findings against the radio station should be upheld. In December […]

Internet Theft - a man wearing a balaclava and holding a credit card while sat behind a laptop,
Media

How To Deal With Online Traffic Fraud

Online traffic fraud has dominated global news recently. there have been claims that bot-generated activity comprises as much as 25 percent of views of some worldwide campaigns. In response to this IAB Australia’s Brand Safety Council has issued two white papers to better guide the digital advertising industry on issues around online traffic fraud. Traffic Fraud: […]